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Gatorade awards itself an Olympic gold in self-congratulatory Usain Bolt ad

By Stephen Foster on August 16, 2012

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PepsiCo’s Gatorade is giving itself a big pat on the back with this ad featuring Olympic sprint king Usain Bolt from TBWA Chiat Day. And very good it is for a re-cut quickie.

PepsiCo, of course, wasn’t an Olympics sponsor unlike arch-rival Coca-Cola. Which, as far as I can recall, didn’t produce any decent Olympics ads, concentrating on its music fest.

So all fine and good but does Pepsi have to labour the point that it wasn’t an Olympics sponsor? Does this make a blind bit of difference to any Gatorade consumer?

Anyway, I thought Bolt trained on McDonald’s chicken nuggets and lots of parties.

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Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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